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The influence of Instagram's posts information attributes on acceptable intentions and word of mouth effect: focusing on college student in South Korea and the United states

인스타그램의 게시글 정보특성과 수용의도 및 구전효과의 영향관계 연구: 한국, 미국 대학생을 중심으로

  • Park, Se-June (Dept. of International Trade, Soongsil University) ;
  • Cho, Seung-Ho (Dept. of Global Commerce, Soongsil University)
  • 박세준 (숭실대학교 무역학과) ;
  • 조승호 (숭실대학교 글로벌통상학과)
  • Received : 2015.07.26
  • Accepted : 2015.09.20
  • Published : 2015.09.28

Abstract

As generation of Web 2.0 comes in, enormous information of corporation from various platform are being produced. However, corporations should understand features of each platform and appropriate strategies in order to attract the public in the midst of such flood of information. Numerous studies have been conducted regarding SNS which has grown rapidly in recent but a study relating a specific medium is relatively in short. So this study analyzed how information of Instagram bulletin board is accepted in perspective of consumer in Korean and America, We examined the relationship between intention of acceptance and Word Of Mouth effect through meditating effect of information usefulness. To answer the research question, we conducted online survey with Korean and USA college students. The result showed that usefulness of the information was shown to the major intermediary variable between the information characteristics of bulletin board and the intention of acceptance intention and Word Of Mouth(WOM).

Keywords

Instagram;Information characteristics of bulletin board;Usefulness of the information;Intentions of Acceptance;Effect of Word Of Mouth(WOM);Technology and Marketing

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